This article is sponsored by Cubhub Systems. In this Voices Interview, Home Health Care News sits down with Cole Ballweg, CEO of Cubhub Systems to talk about transforming pediatric care through the unique advantages of a specialized software solution. He discusses how EVV is shaping the home-based care industry, and he provides an outlook on the future of pediatric home health care, as well as how Cubhub Systems will evolve with those changes.
Home Health Care News: What career experiences do you most draw from in your role today?
Cole Ballweg: I have an extensive background in home care, spanning various roles. My earlier experience in private equity-backed corporations taught me the intricacies of navigating internal dynamics, recognizing that even great ideas from managers or vice presidents must consider the hierarchy and complexities within larger organizations. This is valuable because I’ve been in middle management roles myself, so I can empathize with the leaders I interact with on a daily basis. While our solutions often seem logical, I know that implementation might require some patience due to organizational complexities.
You owned and operated a pediatric home nursing business. How have your experiences and insights there shaped the development of your software to cater specifically to pediatric companies?
We prioritize a user-centered approach, drawing from our firsthand experience in various home care roles. My team, including myself, has personally operated businesses in the home care industry, which provides a unique advantage. This allows us to create intuitive solutions that put critical and timely information at caregivers’ fingertips. We recognize the importance of ensuring a positive experience for field staff, as it contributes to recruitment and retention.
Having personally transitioned from a new college graduate in home care to a leadership role, I understand the importance of respecting administrators’ current needs while encouraging them to embrace change. Striking this balance is crucial, ensuring practicality without losing sight of future goals. Our ability to find this equilibrium stems from our direct experience in the field.
What makes Cubhub specialized, and how does it differentiate from other EMRs in the home care space?
In the realm of home care, the primary focus of most systems is on Medicare, given its widespread influence and financial significance in the industry. This approach stems from working backward from the Medicare platform and, with an aging population, gradually extending to accommodate the private-pay sector. The common thread is the uniformity of operation across the nation, providing a consistent and effective foundation. However, Cubhub diverges from this trend.
While we do offer an excellent Oasis module, our main thrust is constructing a system tailored to state Medicaid authorization-based care, with an emphasis on pediatrics. This has been challenging due to the nuances across states — a complex landscape where adaptability is key.
Our market is smaller and more specialized, which presents its own unique challenges. Operating within this confined space requires skill, agility, and responsiveness to customers’ needs, particularly as each state’s policies can vary unpredictably.
What are some examples of Cubhub clients seeing real benefits from those differences you just mentioned?
A significant portion of our growth lies in the recognition of these distinctions — our primary avenue for sales thus far has been word of mouth. As companies hear about Cubhub from other businesses and their employees, our reputation continues to grow. Many have experienced substantial benefits, particularly in areas like staff recruitment and retention, which is a notable achievement.
An increasing number of companies are awakening to the importance of controlling the customer experience, with employees being their primary customers and clients taking a close second. This realization underscores the value of our mobile app for field staff, which offers a seamless experience on their personal devices. Companies that adopt this approach achieve immediate gains. Although initial reasons for partnering with us may vary — such as transitioning to electronic systems or preparing for EVV compliance — one consistent return on investment is enhanced staff recruitment and retention. Beyond that, our focus on innovation ensures that our solutions remain future-proof, positioning our clients to innovate within their own operations.
We offer versatile modules that, when employed, drive efficiency, enabling more to be accomplished with fewer resources. In a landscape where margins can be tight, particularly in state-based Medicaid systems, staying ahead is crucial. By doing so, our clients remain competitive, and better equipped to offer higher wages and benefits to overcome these challenges. Cubhub plays a vital role in facilitating these achievements for everyone.
How does electronic visit verification (EVV) change things for you and your clients?
Dealing with electronic visit verification (EVV) was anything but a cakewalk — considering the colossal unfunded mandate that aggravated an already challenging industry. However, as a software company, it’s been a mixed experience for us due to our early commitment to EVV. Developing the necessary tools for our clients has been a costly endeavor, yet it’s drawn attention to Cubhub and helped us stand out. While our emphasis on EVV has brought clients in, they’ve discovered the broader benefits of Cubhub as a result.
We’ve invested in creating dashboards, automations, and custom integrations with most aggregators to anticipate any EVV challenges. Our proactive approach, in fact, aligns with our niche market orientation, emphasizing the significance of an EMR partnership. EVV underscored the value of such collaboration, and prior to this, many simply focused on functionality.
This is where Cubhub excels. Our structure and team were designed to tackle state-specific changes head-on. Our Executive Vice President of Development, Lisa Nelson, and Chief Product Officer, Chris Willis, are now recognized nationwide as EVV experts. They frequently consult with states and aggregators, offering insights into complex systems that still exhibit inconsistencies and complexities.
While EVV has boosted our brand recognition and client acquisition, managing it has proven challenging due to its dynamic and sometimes perplexing nature.
Where do you see pediatric home health care going in the next five years? What is Cubhub building for that future?
I foresee continued consolidation within pediatrics, including ABA and IDD, as smaller entities merge with larger ones to gain leverage with MCOs and payers, necessitating a focus on systems and technology. This trend will prompt a deeper evaluation of efficiency, customer experience management, and ultimately lead to a shift towards self-directed care. Companies will need to innovate, differentiate, and prioritize employee satisfaction alongside client needs, fostering a transformation from a solely client-centric to a more employee-centric approach.
In a couple of words, finish this sentence: “In 2023, the home-based care industry has been defined by…?”
…changes that can’t be stopped.
Editor’s Note: This interview has been edited for length and clarity
Cubhub Systems offers home care EMR software designed for pediatric nursing, therapy, and caregiver services. To learn more, visit www.cubhub.io.
The Voices Series is a sponsored content program featuring leading executives discussing trends, topics and more shaping their industry in a question-and-answer format. For more information on Voices, please contact [email protected].
